Business Marketing Advertising

There can be no greater tribute to the power of salesmanship than the steady increase in life insurance written by all companies since 1923.
The total amount of insurance issued last year exceeded the total life insurance in effect twenty years ago, and beating the previous high-water mark of 1920 by more than one and a half billion dollars!
While it is true that much of this gain can be accredited to the formation of living trusts to escape the high surtaxes, and other new uses of insurance, still the bulk of the number of policies written was sold to people who were very positive when first approached that they didn’t want any insurance.
The next time you feel downhearted and discouraged because one buyer after another has said “no,” and you have begun to wonder if the trouble is with the thing you sell or the man who is selling it, just remember eleven billion dollars’ worth of insurance are sold by salesmen who don’t know what “no” means.
There is a world of truth in the saying that real salesmanship begins after the buyer says “no.” As a matter of fact, it is because buyers say “no” so easily that we keep you boys on the pay roll. If they all said “yes” a letter would do just as well, and would cost much less.